VNR
One way to attract positive newspaper coverage of both non-profit and commercial organizations is to write news releases. This is sometimes called "free publicity". News departments like being fed information and helps establish your credibility as a PR agency. The VNR is similar, but far from "free". Tape, dubbing and shipping expense could easily run $20 for each one sent out. And there is the cost of producing the master tape, $200- $500 for even a simple project. But it is a real bargain, considering that news is certainly the most watched program on television. If it were even possible to find an advertising avail, the air time charge could be over $1000 for just a single 30 second insertion.
If you are trying to build goodwill and a positive corporate image for your client, the TV viewer will discount the credibility of any PAID announcement. However the same item presented in a newscast will carry significant weight. To get coverage, news editors evaluate the potential interest to their viewership. In a few cases they may dispatch their own news crew to "report" the story, and sometimes they simply reject the item and it never airs.
VNRs can be distributed internationally by way of internet. See PR Newswire site. Cost to upload a video for internet use is about $1000.
PSA
All television stations, plus cable systems with local insertion capability need PSAs. Since these are aired free, each station has its own quirky requirements as to what may qualify. Most prefer to air those of obvious local interest, so getting on the playlist is easier than you might have guessed. Every time you see a "national" PSA run, it represents a missed opportunity by local agencies that are not producing.
Access
These are local news and events, like concerts, school activities and such carried as a public service by cable companies. These shows can carry the equivalent of an advertisement in an "underwriter announcement". There is no requirement that cable program underwriters be independent of the topic carried, and in-fact can also be the producer of the show. However, since cable carriage is free, systems sometimes leave the selection of programs to an outside agency.
R-VCR
Guess who is most experienced in these opportunities. We have put these items on
We like providing services in the $200 - $2000 range. Also we can deliver programs in Betacam, or S-VHS as required.